CategoryA06. Clothing, Footwear & Accessories
EntrantSIX TOES Singapore, SINGAPORE
Entrant Company SIX TOES Singapore, SINGAPORE
Advertising Agency TBWA\SHANGHAI, CHINA
Production Company SIX TOES Singapore, SINGAPORE
Production Company 2 PULSE FILMS London, UNITED KINGDOM


Name Position
Edmund Choe Executive Creative Director
Dagmar Hoogland Creative Director
Sariyanti Sannie Agency Producer
Haydn Evans/Sariyanti Sannie/Neil Andrews Producer
Ben Newman Director
Thomas Grove Carter Editor
Massive Music Sound Design/Arrangement
Electric Theatre Collective Post Production
M.i.a Music
Steve Annis Cinematographer
Family Editing Editing Company
Colourist. The Mill. Aubrey Woodiwiss. Other Credits

Brief Explanation

While adidas Global was planning their own launch campaign of the S/S 2013 womens' wear, adidas China felt there was a need to create a separate campaign that was more specific and relevant for their China girls. In China, sport is less aggressive and competitive than in the West. Fun and the feeling of interaction in a group is very important. Sport is less hardcore, more playful. The passion, the team spirit or so called “sisterhood” are very important motives for Chinese girls to participate in sport and become part of a tribe. Next to this and on a personal level, the feeling of freedom and building up confidence through sports have been repeatedly communicated as a main reason to do sports. So while the raised heartbeat, the adrenaline and rush or kick one gets from doing sports is universal, we cannot deny the fact these things mentioned above will are essential in the Chinese markets to get girls excited for sport. So for our Chinese girls, sport must be repositioned as social and fun. Real action, real girls doing real sports and having fun doing it. Real, genuine fun. "All in for my Girls. What’s your tribe?"